International edition
September 16, 2019

Interview with Arleth Godinez, Director of Sales for LatAm and Caribbean, Aruze Gaming

"Regulation, when taken too far or abused, can kill the industry"

"Aruze believes that including ourselves in shows like PGS gives us the ‘whole’ view of the market. There are many customers that come to shows like PGS that may never go to Las Vegas or London," Arleth Godinez says.
Peru | 07/11/2019

In 2018, the manufacturer decided to boost its business in the LatAm region. The last edition of Peru Gaming Show was the first sign of this new Aruze strategy, through which it aims to capture all operators and markets, large and small. "We definitely sense a demand for our machines and games," Godinez tells Yogonet.

T

he 2019 edition of Peru Gaming Show (PGS) marked the debut of Aruze Gaming in a Latin American exhibition since the company decided to expand its sales area to this region and the Caribbean. "We were received quite well. The customers are excited to see us coming to Latin America with a serious commitment. They like that we are dedicating many resources to support their needs," said Arleth Godinez.

The Director of Sales for Latin America and the Caribbean added that, as part of this commitment, two of the key engineers of the company's Research and Development team attended the trade show with the aim of personally listening to and learning the specific needs of local operators. "We definitely sense a demand for our machines and games," she added.

What's your assessment on the region's market?

Latin America has been evolving into a mature market over the last 10 years or so. We see much more regulation and acceptance by governments throughout the region. In many aspects this is a double edge sword, regulation done correctly and reasonably is good for the health of the industry but when taken too far or abused it can kill the industry. The uniqueness of Latin America is that it has a vast range of customer types, everything from the most sophisticated modern casino to the small sala. Aruze had deliberately created a product line with the appropriate price point for the entire spectrum. Almost no other manufacture has done this.

Are you targetting any specific countries in the area?

Our ‘target’ is every gaming jurisdiction south of the US border. However, we do identify a few key markets such as Mexico, Panama, Colombia, Peru, Argentina, Uruguay, and Paraguay. That being said, we value all customers in all markets big or small. 

Your name involves the concepts of "universal" and "completeness", how much does a show like PGS help you to fulfill those values?

Most manufactures view shows like G2E and ICE as the most ‘important’ to their business, while Aruze believes that including ourselves in shows like PGS gives us the ‘whole’ view of the market. There are many customers that come to shows like PGS that may never go to Las Vegas or London. However, their needs and their business is important to Aruze so it is important to meet them in their backyard to better understand their needs. This gives Aruze a ‘complete’ picture of the entire market worldwide which in turn allows us to produce great products.

The company already has branches all around the world, can we expect you to open a Latin America-focused one in the near future?

Yes. Inside Aruze we already have a Latin America division that is dedicated to accessing the market and will be expanding the division as we grow.

Does Aruze plan to attend any of the upcoming shows in the region?

Yes. This year we will be at the SAGSE show in Argentina (November 20-22, Buenos Aires). Next year I believe we will be in just about all of the shows in Latin America - Colombia, Panama, Peru, and Argentina.

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